“Adidas has had tremendous success in pushing creative boundaries,” Beyonce said in a statement. “We share a philosophy that puts creativity, growth and social responsibility at the forefront of business. I look forward to re-launching and expanding Ivy Park on a truly global scale with a proven, dynamic leader.”

Adidas has already found success in working with rapper Kanye West on his Yeezy line. The retailer has said it plans to invest more in Yeezy, launching more products under that label. Some of Adidas’ other sneaker styles, like Stan Smith, are seen as falling out of fashion.

Other retailers, including some of Adidas’ rivals, are also tapping celebrities to push their products to more consumers. Sneaker maker Puma has an exclusive line with singer and actress Selena Gomez, as one example.